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15626 Laoakka 2021 E1.Docx International Journal of Innovation, Creativity and Change. www.ijicc.net Volume 15, Issue 6, 2021 A Study of Historical Data, The Culture and Identity of Communities Related to Thai Food Culture to Promote and Create the Production of Films and Television Dramas Sastra Laoakka, Assistant Professor, Department of Cultural Management, Faculty of Fine Arts and Cultural Science, Mahasarakham University, Thailand, Email: [email protected] This research study has a twofold objective: 1) to study historical data, the culture, and identity of communities related to Thailand’s food culture, and 2) to propose guidelines for promoting the production of movies and television dramas. This research uses basic research. The research has divided the target groups for data collection into 3 groups, which are 1) Knowledge group 2) Practice group and 3) General persons; by collecting data from Document Collect data from a field study, structured and unstructured interview, participation observation and non-participation observation, and focus groups. The data was then analyded to find a way to answer the problems according to the set objectives. The results of the research revealed that the identity of the community is related to the types of Thai food culture which are 1) Taiyo food, 3 distinctive food items 2) 3 types of Phu Thai people food 3) Food by Nga or Lao 1 Type 4) The food of Dan Sai people in Loei province is Saton vegetable juice. Guidelines for promotion are used to create the production of movies and television dramas, as follows: first, establish an information system in the aspects of history, art, culture, and community identity related to Thai food culture to provide sufficient facilities for film and television drama producers; second, coordinate between communities with government agencies, private organisations, and film and television drama producers involved for proactive planning to develop sustainably; third, set up a budget to support by teaching people in the community to collect information and present themselves for sustainable development. Keywords: The Culture / Identity Of Communities / Films / Television / Dramas 296 International Journal of Innovation, Creativity and Change. www.ijicc.net Volume 15, Issue 6, 2021 INTRODUCTION History and Thai culture are appreciatively related to visual arts, history, and culture. Visual arts are a cultural heritage, local wisdom, and Thai wisdom from the past to the present. The creation of human artworks has been appropriately performed by humans with physical determination, intelligence, imagination and materials. This reflects the state of their society, in which human beings have evolved since ancient times to the present. This enables the learners to apprehend the change in the trends and methods of artistic creation that has changed according to human intellectual development, including other historical surrounding factors. Learners also learn the outstanding fine arts and then properly apply them to create new pieces of artwork. The community identity is the sum of their characteristics, which makes them known or remembered. In each society, it has its own identity, way of life. The culture of Thai food is a national dish of Thailand that has been accumulated and transmitted continuously from the past until it becomes a national identity. It can be considered that Thai food is an important national culture of Thailand. The most famous Thai food is Tuna chili dipping. According to the 2011 Survey of the 50 Most Delicious Foods in the World by CNN, it was found that various Thai food dishes were ranked: Som Tum (Papaya salad, No. 46), Namtok Moo (Spicy grilled pork salad, No. 19), Tom Yum Kung (Prawn spicy soup, No. 8), and Massaman Curry (Massaman curry with pork or chicken, No. 1). With reference to Thailand’s Twelfth National Economic and Social Development Plan (2017 - 2021), including the previous ones, Thailand has a higher level of development continuously as seen in the larger economic size, strong and outstanding production and service found in a plurality of fields. Thailand has a joint venture with other countries both at bilateral and multilateral levels, including having stronger and clearer cooperation with countries in the sub-region and ASEAN. Thai trade and investment have opportunities to expand while the infrastructure has evolved prevalently. Currently, all aspects of social services become more widely covered. This increases the income of the population and lessens poverty. The quality of people’s lives improves. Also, there is intensive support for strengthening the new economies, such as the digital economy, bioeconomy, creative economy, and culture. The development of new enterprises (Start Up) and social enterprises is generated. This included building up entrepreneurs’ communities in order to expand the production and service. Other scales of business are well supported: micro, small and medium enterprises; community enterprises; and social enterprises, to inflate the grassroots economy comprehensively. This creates economic opportunities for various groups in society by working in parallel with the development and promotion of an entrepreneurial society in order to promote entrepreneurs to produce and sell. Thus, the national development during the 12th Development Plan needs to be prepared to lay the foundation of the country in the long term to build on the results over 20 years (Office of the National Economic and Social Development Board. 2017: website). 297 International Journal of Innovation, Creativity and Change. www.ijicc.net Volume 15, Issue 6, 2021 Film is the cultural heritage of mankind and is regarded as the most complete historical record in terms of audio-visual education. It covers important events, traditions, arts, culture, nature and environment, social, economic, political conditions, including the way of life of the people in the nation. It can be used as a reference for the public and classified as a highly creative work of art because of compiling various art fields in one place. In addition, the film plays a role as being an influential type od journalism that has some tremendous impacts on attitudes and the behaviour of the people in society because it is a universal media type of entertainment that can reach people from all walks of lives. It is convenient and fast while it establishes the social trend to lead people to desired directions. Many films have had a great influence on audiences, who watched the movie and absorbed the content that is embedded and conveyed through roles of movie stars and beautiful landmarks. Then, these audiences became impressed and faithful to people and places. Consequently, this movie viewing motivates them to pay a visit to the places that appeared in the movies. This can be seen in a successful movie entitled "Happy Birthday" that portrays the beauty of the area in Pai District, Mae Hong Son Province. Another film, "Sabaidee Luang Prabang (Translation: Hello Luang Prabang)" has depicted Luang Prabang and Lao people to the audience. Moreover, the movie "Sam Chuk, Khor Piang Hai Okas EEK Sak Krung” (Translation: Sam Chuk, please give me one more chance") shows the loveliness and beauty of the Sam Chuk community, Suphanburi province. All 3 films make these places known and impressed people with the places that appeared in movies. As a result, a great number of people have travelled to these three areas until today. Movies and dramas that bring food as a leading theme as seen in, the movie "Som Tum” (Translation: Papaya Salad), it features the story of Som Tum, a popular Thai food, through the story of a big and kind foreign man whose fate led him to come to Thailand by accident. Television dramas that feature food as a main theme can also be found in "Sutra Saneha," (Translation: Love Recipe), “Por Krua Hua Pa” (Translation: Male Gourmet), and the most famous foreign television series, "Dae Jang Geum, Jom Nang Hang Wang Luang" (Translation: Dae Jang Geum, the jewel in the palace). In the series, it features the story of Seo Jang-geum, the first imperial physician who was a woman in the Joseon Dynasty. It is related to Korean culture and recipes for food and medicine in the Royal Court of Korea. Thus, a large number of people travelled to the shooting locations. The researcher has considered that the study on historical data, art and culture, and community identity in Thailand for the purpose of Thai film and television series productions will create a new body of knowledge in supporting the Thai film industry as a whole, that can be utilised in analysis, formulating national policies and strategies to drive support for investment in the Thai film industry as well. 298 International Journal of Innovation, Creativity and Change. www.ijicc.net Volume 15, Issue 6, 2021 RESEARCH OBJECTIVES 1. To study the historical data, art and culture, and identity of the community related to Thai food culture. 2. To propose a guideline for the promotion and creation of movies and TV series productions. RESEARCH METHODOLOGY In this present study, it employs a qualitative research method by collecting data from documents from the research field, preliminary surveys, structured and unstructured interviews, participant and non-participant observations, chat groups, and focus groups. All data will then be analysed. All the data collection adheres to the objectives of the study and can answer the research questions as specified in the study (Teerawut Ekakul. 2003: 191-193). The researcher has identified the research area in accordance with the objectives by a purposive selection. The criteria for selection are as follows: the researcher selected the study areas that contained the historical data, culture, and community identity which are related to intriguing Thai food cultures, available in ethnic groups. In terms of data preparation and analysis, the researcher carried out the information by means of triangulation. In this matter, seeking the reliability of the data is obtained from multiple sources (Supang Chantawanich.
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